Turning the World Cup Into Kansas City’s Global Moment
Kansas City Area Development Council
Challenge
In late 2025, the Kansas City region learned it would serve as the home base for the English, Dutch, Argentinian and Algerian national soccer teams during the 2026 FIFA World Cup. As the smallest U.S. host market and a relatively unknown destination among many international audiences, the tournament presented a rare opportunity to introduce Kansas City to the world.
But the opportunity came amid a turbulent U.S. political environment. High-profile international coverage of immigration policies and concerns about traveling to the United States created uncertainty among potential visitors. Kansas City needed to distinguish itself from the broader national conversation and demonstrate that it was ready to welcome fans from around the world.
Solution
Violet PR conducted a sentiment analysis across the four participating nations to understand how Kansas City and the United States were being perceived ahead of the tournament. The analysis identified a significant perception gap that could be addressed through a proactive international media strategy focused on Kansas City’s welcoming culture, accessibility and readiness for the World Cup.
Partnering with Kansas City Mayor Quinton Lucas, Violet PR leveraged its international media relationships to secure interviews and coverage in key overseas markets, with a particular focus on the United Kingdom and the Netherlands, two important foreign direct investment targets for the region.
Through sustained outreach, Violet PR secured coverage in major international outlets including The Observer, Sky Sports, The Telegraph, The Independent, RTL Nieuws, NRC and Al Jazeera. The coverage secured over half a billion estimated views and amplified Mayor Lucas’ message that Kansas City was ready to welcome the world while using the unprecedented global attention surrounding the World Cup to raise the region’s international profile.
Media Placement Highlights
